Ad Campaigns
MS Dhoni stars in Lay’s ‘So Light, So Good’ campaign
Mumbai: Lay’s has introduced a new flavor, red chilli as part of its ‘So Light, So Good’ campaign. The launch includes a TV commercial featuring cricket legend Mahendra Singh Dhoni, emphasizing the light texture of Lay’s wafer chips. Available in salt & pepper and red chilli, these chips aim to appeal to snack lovers across India.
The TVC shows Dhoni catching and eating the floating chips, playfully highlighting their lightness. The tagline ‘So Light, So Good’ effectively promotes the product.
Speaking about the campaign, PepsiCo India category lead – potato chips, Saumya Rathor said, “We’re deeply committed to delivering top-quality products and unique experiences to our consumers. Our new Lay’s Wafer Chips flavour is a game-changer, featuring innovative packaging and a superior product. Moreover, coming together with MS Dhoni for this campaign has been an incredible experience. This collaboration has enabled us to create a campaign that truly stands out, perfectly complementing a product that leads the way in quality. We’re confident that people will love it”
Brand ambassador and cricket legend, MS Dhoni, expressed, “Being part of the new Lay’s wafer chips campaign was a real treat. It was a fun shoot and I think people will enjoy watching it. And with exciting new Lay’s flavors on the horizon, there’s always something new to discover.”
With the launch of the new red chilli flavor, Lay’s pushes the boundaries of snacking innovation. Lay’s wafer chips offer lightness, bold flavors, and a satisfying crunch, reinforcing the brand’s leadership in the Indian snack market. As Lay’s expands its thin-cut chip portfolio, this new flavor aims to delight taste buds nationwide, making every snacking moment ‘So Light, So Good.’
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
